DemoGraphics:PACKAGING
DemoGraphics: Packaging is the fourth book – researched, written and designed by Mark and Keith of Absolute Zero Degrees, for Rotovision. The book explores the vital, commercial relationship between design, marketing, and target audiences.
DemoGraphics is the first series of design books to examine how successful designs target specific audiences. Where other design books explore the ‘what?’ and ‘why?’ of design, DemoGraphics: Packaging dissects the ‘who?’
Through a huge selection of great examples from UK design companies like Pearlfisher and internationally acclaimed agencies like Turner Duckworth, as well as independent agencies like Hatch and Meat and Potatoes, the authors examine how packaging is designed to appeal to specific groups based on gender, age, socio-economic group, disposable income, profession and shopping habits. Case studies and interviews with designers and brand owners explain how and why specific choices have been made.
DemoGraphics: Packaging also offers designers an inspirational palette of ideas designed by Absolute Zero Degrees, showing materials, typography, photographic styles, and iconography.
Section headers were illustrated by Ian Keltie.
Co-editions Spanish, USA, Italian, South-East Asia (English language)
BOOK REVIEWS
Packaging from DemoGraphics is one in a series of books that examines the way specific designs target audiences. Numerous stunning examples illustrate how packaging homes in on gender, age, socio-economic group, disposable income, profession and shopping habits. Case studies feature interviews with designers and brand owners to explain why specific choices were made, why they worked and how the designs evolved from a prototypes or concept to form successful, user-centered designs. The book also features a useful tools for designers including a palette of ideas, materials, and inspirations with which to design their own targeted packaging.” Cool Hunting
“The examples on show are both diverse and appealing, encompassing case studies and interviews with the designers who produced them. Rather than looking at the principles of actual design, Packaging explains how packaging is designed to appeal to specific groups based on gender, age, socio-economic group, disposable income, profession and shopping habits. A book of specialist appeal, but excellent in its analysis.”
Computer Arts Projects, April 2008
“Packaging from DemoGraphics is one in a series of books that examines the way specific designs target audiences. Numerous stunning examples illustrate how packaging hones in on gender, age, socio-economic group, disposable income, profession and shopping habits. Case studies feature interviews with designers and brand owners to explain why specific choices were made, why they worked and how the designs evolved from a prototype or concept fo form successful, user-centered designs. The book also features useful tools for designers including a palette of ideas, materials, and inspirations with which to design their own targeted packaging.” Fashion Newsweek
“This book is a collection of the best international packaging projects organised in an unconventional way. Instead of the traditional classifications by product type, material type, graphics etc., packaging here is distibuted in relation to the customers who use it, according to a customer oriented approach. As explained in the introductory essay and in the numerous interviews which complete the volume, subdividing the consumer public into sex, age, socio-economic level, profession and consumer behaviour is the best basis for designing a package which is not merely appealing and “well-made” but also successful.” Impackt (Italy)
“What makes a young child pester mom for certain cereals as she weaves wearily through the store aisles? Or the mature gentleman buying coffee beans – is it just the taste that appeals to him or does presentation play a role? These types of questions are discussed in DemoGraphics: Packaging, which explains the importance of targeting specific audiences when it comes to package design. Young, old, male, female – you’ll find observations about exactly what appeals to whom in this informative read.” Dynamic Graphics Magazine, June 2008